The Heart of Innovation

Four innovation experts come together and introduce a revolutionary methodology which reveals how to seek out authentic demand for your product, idea, or movement.

Tapping into innovation isn’t easy; in fact, it’s often extraordinarily hard. And when 95% of innovations and new ideas in business, government, and philanthropy fail. It’s important to figure out why. The answer? Customer indifference. Innovators often get stuck convincing themselves they see customers and demand that simply don’t exist.

This book proposes we seek out authentic demand, a kind of demand that doesn’t rely on desire or marketing tricks to make a sale. Instead, it creates a paradigm shift in the marketplace. Suddenly your innovation becomes part of your customer’s daily lives.

The key to finding authentic demand is through what authors Furst, Chanoff, Wegman, and Sabbah call Deliberative Innovation—a practice built around understanding when and how to use three different kinds of innovation: Informative, Transformative, and Formative.

With this book, you’ll have the tools necessary to practice Deliberative Innovation, get yourself unstuck as an innovator, and seek out the authentic demand that lies at the heart of true innovation.